The campaign is part past and present. It links to traditional Michelin advertising – in particular, its posters from the first half of the 20th century – while using a 3-D animated presentation.

Bibendum helps motorists in trouble, replacing their faulty tires with Michelin tires that he pulls from his body, thereby enabling them to keep driving.

The worldwide campaign launches initially in the United States and then it will be gradually deployed in 55 countries throughout Europe and Asia in early 2010, followed by Africa, the Middle East, India and South America.

No Retreads!

The campaign, created by TBWA, appears mainly on television, in print media and on the Web. In addition, the U.S. campaign launch features an enhanced digital strategy introducing the official Michelin Man Facebook page and a dedicated You Tube channel. Visit michelinman.com/the-right-tire for more information.